Handbook of Qualitative Research Methods in Marketing
Russell W. Belk
Edward Elgar, 2006 - 595 من الصفحات
The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in:
- research paradigms such as grounded theory and semiotics
Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.
النتائج 1-3 من 58
... respondents ' descriptions of their clusters in the second meeting were also audio - taped but not transcribed as we ... respondents ' card clusters and narratives . The cluster solution that was most interpretable in terms of the ...
... respondents . The script was reviewed by four separate fire survivors and tweaked for language and phrasing . Two actors who resembled our sample rehearsed their demeanor and mood to enhance respondent disclosure . A living room setting ...
... respondents placed on their belief in the stories . This issue was explored by asking how likely the respondents were to try to convince other people of the truth and value of a favored story . Finally , to highlight this issue , ...
History of qualitative research methods in marketing
Rethinking the critical imagination 465
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